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EU085: The Magical Disney Funnel – Part 2

Recent trips with their families to Disney are discussed by Jason, Kevin, and Paul on this episode of eCommerce Uncensored. They expand on the funnel concept and some of the strategies Disney uses to gain consumers.

The conversation moves towards the sponsorship with Klaviyo and the benefits, as well as advantages of their program. Also is mentioned the guys’ upcoming trip to Klaviyo headquarters in Boston.

Disney does an amazing job of squeezing every last drop out of their customers through its concept of a “Sales Funnel”. Jason brings up the immense inflation that Disney puts on their products, especially food and the ways they trick you into believing that you are receiving free products.

Kevin comments on the “Magic Band” and how it is effective in making the consumer feel like they are not spending money. Jason starts to bridge connections between the strategies Disney uses and strategies that can be applied to E-Commerce. Strategies include subliminal messages and advertising that can affect your customers in subtle ways.

Jason mentions how Disney sells you an overall “experience” as opposed to a specific product, and how this strategy can be applied to your business as well. The experience sold in every aspect of the park, to the value of the tickets, to the shows, employees, and physical products themselves. A connection is made to other businesses that used similar strategies.
In conclusion, it is important to understand that the experience your customer feels is sometimes more important than the quality of the product itself. Try to put the consumer in the proper mindset by creating an environment that will not only influence the customer to purchase a product, but to do so in a way that promotes future purchases as well.

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